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Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Heal PowerPoint Presentation
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Protection from Second-hand Smoke in the Home: The Breathing Space Campaign 2005 National Conference on Tobacco or Health (May 4 th - 6 th , 2005). Presentation Outline. History of Campaign Phase One: Education & Awareness Phase Two: Hard to Reach Populations Recommendations.

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Presentation Transcript
slide1

Protection from Second-hand Smoke in the Home: The Breathing Space Campaign2005 National Conference on Tobacco or Health(May 4th- 6th , 2005)

presentation outline
Presentation Outline
  • History of Campaign
  • Phase One: Education & Awareness
  • Phase Two: Hard to Reach Populations
  • Recommendations
what is breathing space
What is Breathing Space?
  • 33 Participating Health Departments
  • Multi Media Communications Campaign
  • Designed to:
    • Increase awareness about second-hand smoke
    • Encourage people to protect their health
history of campaign
History of Campaign
  • 1998 Greater Toronto Area Smoke-free

Homes Group

  • Summer 2000 and March 2001
  • February-April 2003
    • Expanded to 23 Health Departments
  • March-April 2005
    • Expanded to 33 Health Departments
project goal
Project Goal

To increase public awareness of the negative health impacts of second-hand smoke with the goal of affecting attitudinal and behavioral change.

objectives
Objectives
  • To increase awareness of the serious health impacts of second-hand smoke exposure across all targets
  • To promote the program identity and messages through an integrated communications plan that attracts community support and motivates positive behavioral change
objectives7
Objectives
  • To underscore the principles of tolerance, respect and cooperation in the interest of good health and social interaction
  • To stimulate and support a broad social movement denormalizing smoking in the home
project identity
Project Identity
  • Community Partners – is not associated with government
  • Logo and tagline – is on all components
  • Non threatening – mix of cartoons and photos
slide9

PHASE I

Education & Awareness

target audience phase i
Target Audience – Phase I
  • Homes with smokers, particularly parents, who are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free
  • Homes where visitors are allowed to smoke and where occupants are responsive to smoke-free home messages, and have few barriers to making their homes smoke-free
message development
Message Development
  • Humour
  • Fact Based
  • Tone
  • Creative Analogies
  • Role Model
  • Objective Voice
key messages
Key Messages
  • Second-hand smoke is a serious health issue
  • Second-hand smoke is a social issue
  • Respect & protect the health of others
  • Smoking outside is the only alternative
campaign components
Campaign Components
  • Outdoor Advertising
  • Newspaper Advertising
  • Radio Advertisements
  • Community Posters
  • Fact Sheets
  • Smoke-free Home & Car Decals
  • Community Education Materials
implementation phase i
Implementation – Phase I
  • Summer/Fall 2000 (13 weeks)
    • Radio, Newspaper, Transit
  • Winter 2001 (5 weeks)
    • Radio
  • Winter 2003 (6 weeks)
    • Radio, Newspaper
    • Province wide implementation
radio advertising
Radio Advertising

Four Advertisements:

  • Swimming Pool
  • Dragon Slayer
  • Passive Guy
  • Party
evaluation phase i
Evaluation – Phase I
  • Recall
  • Awareness
  • Clear, New, Credible, Relevant
  • Eye catching
  • Attitudes
  • Behaviours
  • Campaign Impact
  • Impact of Individual Components
slide28

Percent Recalling Ads: Campaign ComparisonBases: Total Sample: July 3 to Sept. 24, 2000 [n=1,025] Total Sample: March 5 to April 2, 2003 [n=1,004]

slide29

Percent Recalling Ads By Media ConsumptionBase: Total Sample: March 5 to April 2, 2003 [n=1,004]

% Recalling Newspaper Ad

% Recalling Radio Ads

slide30

Emotive Response to CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524]

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

slide31

Information Usefulness of CampaignBase: Those Recalling Ads: March 5 to April 2, 2003 [n=524]

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

ADPACT NORMS

slide32

Behavioural Intentions Towards Second-Hand SmokePercent Very Likely: Campaign ComparisonBases: 50 % of Sample: July 3 to Sept.24, 2000 [n=517], March 5 to April 2, 2003 [n=474]

slide33

Behavioural Intentions Towards Second-Hand SmokePercent Very Likely to Do Behaviour: By Campaign AwarenessBase: 50 % of Sample: March 5 to April 2, 2003 [n=474]

process evaluation
Process Evaluation
  • Media Coverage
  • Resource Distribution
  • Private/Public Interest in Campaign
  • Collaboration with Organizations
  • Qualitative Campaign Assessment
  • Requests
elements of success phase i
Elements of Success – Phase I
  • Ovation Award of Merit, International Association of Business Communicators
  • Gold Award for Public Service Announcements, Crystal Awards 2001, Radio Marketing Bureau
  • Hygeia Award, Health Care Public Relations Association of Canada
  • Ontario recommendation for best practice in tobacco control
paving the way for phase ii
Paving the Way for Phase II

Formative Evaluation Research (2001):

  • Homes with occupants who are responsive but have barriers
  • Homes with smokers who are resistant to behavioural change
  • Both groups are potential targets for communication of campaign
paving the way for phase ii37
Paving the Way for Phase II
  • High awareness of hazards of second-hand smoke
  • Smokers display less resistance than originally

believed but require more work to convince

  • Smokers want health messages to focus on the

smoke rather than the smoker

slide38

PHASE II

Hard to Reach Populations

target audience phase ii
Target Audience – Phase II
  • Homes with occupants who are responsive to smoke-free home messages, and have barriers to making their homes smoke-free
  • Homes with smokers who are resistant to behavioral change
hard to reach populations
Hard to Reach Populations

Parents/caregivers who have barriers to making

their homes smoke-free because of:

  • Conflict between co-habitants
  • Concerns about safety of children
  • Bad weather
  • Restrictions of accommodation
  • Family dynamics and cultural norms
background research
Background Research

Intercept interviews were conducted with:

  • People who smoke in the home
  • GTA and Northern Ontario Communities

Interviews explored:

  • Attitudes towards smoking in the home
  • Behavioral intentions
  • Receptivity to possible key messages
strategic and creative direction
Strategic and Creative Direction
  • Acknowledging barriers and reinforcing the positive behavior of smoking outside
  • Acknowledging those who make the effort to smoke outdoors while encouraging others to adopt this behavior
  • Positive messaging has a greater impact

on behavior than negative messaging

phase ii campaign components
Phase II Campaign Components
  • Unsung Hero Radio Ads (30s, 60s)
  • Print Visuals
    • Unsung Hero (2 images)
    • Warm Glow
radio ad
Radio Ad

Unsung Hero (60 and 30 second)

  • Acknowledges barriers and smokers efforts
  • Uses humour through exaggeration
  • Refrains from negative messaging
  • Reinforces behaviour of smoking outside
  • Encourages others to adopt behavior
media strategy
Media Strategy
  • Radio - 70% of media budget
  • Newspaper – 20% of media budget
  • Elevator Advertising – 10% of media budget
  • Postcard – 75% of community resource budget
  • Poster – 25% of community resource budget
campaign status
Campaign Status
  • Spring Campaign Implementation

(March 14th – April 24th)

  • 31 Participating Health Departments
  • Campaign evaluation currently being completed
recommendations
Recommendations
  • Adequate and sustained funding is needed for long-term campaign with sufficient media weight
  • Seasonal timing of campaign
  • Be aware of other campaigns
  • Consistent messaging
  • Good creative goes a long way
for more information contact
For More Information Contact

Jane Loppe, Supervisor

Chronic Disease and Injury Prevention

Peel Health Department

905-791-7800 Ext. 2029

jane.loppe@peelregion.ca